Addressing the demand for audience data to boost campaign targeting and accuracy, Eyeota, the global leader in audience data, has partnered with YouGov, an international data and analytics group, to provide an extensive database of consumer opinion and behavior data spanning the United States, the United Kingdom and Germany.

Available through the Eyeota Data Marketplace, YouGov’s data covers a range of topics, including consumer lifestyles, general interests, brand use & perception, demographics, media, technology, finance and retail, among a wide variety of other segments. The combination of YouGov and Eyeota data provides brands and agencies with richer insights into consumers and their preferences, enabling better understanding of how to reach and target these audiences. The data segments are available through various distribution platforms.

Ted Marzilli, CEO of YouGov Data Products, said, “With the continued growth of programmatic across industries, more brands are taking a customer-first approach to their advertising strategies. . Our partnership provides marketers and advertisers with rich audience data to help them understand customers and their behaviors on a deeper level, enabling them to deliver better online experiences. We are thrilled to work with Eyeota to supply these brands with the audience data they need for their campaigns.”

YouGov’s opinion data is derived from its highly participative panel of five million people worldwide that provide it with a live, continuous stream of data. YouGov captures these streams through its various data collection platforms and collates them together in YouGov Profiles, its unique connected data library.

YouGov’s data is collected in three ways:

Online surveys

Passive tracking of panelists across mobile, tablet, laptop and desktop

Ratings from YouGov.com, its online engagement platform for panelists

“We are excited to work with YouGov, a company known for its unmatched data set of consumer habits and opinions on a very local level and on a wide range of topics,” said Kevin Tan, CEO and Co-Founder, Eyeota. “These types of details give marketers and advertisers a window into how consumers behave and think, from brand preferences to general interests, to help them pinpoint exactly how they should be targeted.”